What is #MyRealWorld?
My real world is an exposition of candid research and insights drawn from real life, real time
studies of Transit advertising and its audiences. The study encompasses several elements and facets
delving deeply into what transit media means to Australians within their personal sphere of
existence and what sorts of action this personal connection elicits.

Who did we follow?
We spoke to and got to know a mix of OG1’s, young working adults, young adults and mums with kids.
They were also a mix of commuters by car and those who catch a bus or tram to work. The quantitative
component looked at a broad mix of over 1500 Australians. We have also been following around our
buses, finding out where they actually go and who they encounter on the way.

What did we find out?
We have found out a lot about this audience and their transit media interactions. We’ve looked into
their overall media habits, the way they feel about transit advertising, and how this fits in with
their everyday lives. We have taken a look into what this means for brands and how advertisers can
best use transit to impact the everyday life of their consumers.

#myrealworld is all about making our audience revaluate what they think they know about transit. Phase one taught us that all people see transit, all day every day and in all different places. Now we want to prove that "everyone" means all walks of life, and that these people and specific audience segments aren't limited to certain metro areas… Meet our #myrealworld personalities; 10 characters you can reach with transit advertising all throughout the country.